VISIONARY

Interactive clothing for improved performance

The unique history of Red Bull goes back to the 1980s, when it was launched as a completely revolutionary product – the energy drink. Today, it is one of the world’s strongest brands, known as much for the beverage as it is for Formula 1 and extreme sports. With the same innovative dynamism, the company is now also designing ready-to-wear apparel for men and women, combining functional fabrics and textile innovations with natural, high-end materials. Ahmet Mercan, Head of Global Consumer Products at Red Bull, talked to us in greater detail about the exciting AlphaTauri brand and its plans.